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all right moving right along I think we're coming towards the end here we have our closer we have Juan Fernandez two I'm very excited for you to bring up on stage and have you all hear from um Juan and I actually got introduced by Wes earlier he was like you know I can't believe you don't know Juan you really need to talk to him he's incredible um so of course we we did that um I absolutely agree um Juan thank you so much for taking the time oh it's an amazing opportunity to be here Justin and I'm super happy I heard some great sessions today so this has seemed like uh you know to be the closer here I gotta uh you gotta do something special yeah well I think we know what we have to do at the very start I'm over two right now we're gonna have to play Rock Paper Scissors all right and so we'll go Rock Paper Scissors Shoot okay you ready let's go frog paper scissors go oh oh for three wow you know I'm not too worried about it because I consider my job being to really get the smart actually talented people to come on and let them shine so um oh for three I am not surprised I'm gonna work on this folks in the chat if you have I don't know if there's any courses or things I can get uh some advice to help my uh my time next time but anyway well congratulations um why don't you tell everybody a little bit about yourself and in in your background because um you've got you've been doing a lot of great things a lot of great experience and we're really excited to have you here you know and I love what you guys are doing here Wes mentioned it earlier you guys are doing an amazing thing I'm all about helping the ecosystem and then just the community I think that's just been one of the biggest things since ever you know one of the a lot of people may know me from when I created my own MSP I went zero to 20 million in about six years by growing a repeatable practice and then as I exited my MSP I came out into the ecosystem looking to invest in other companies in cyber security awareness and I wrote the MSP owner's handbook which is something we'll talk a little bit about here in a little bit but one of the things that I really enjoyed doing and even now as the global Channel chief for hackware is really just educating and we're going to talk a little bit about that today and I want to talk a lot about the process and the way that you can kind of you know figure your way out in this space and really just really simple ways to really be really impactful and really find some really quick success with selling and being in managed services so it's really a pleasure to be here and I'm really excited hopefully everybody that's here today will get some value out of this so I can't wait to share I'm sure they will and so uh but before uh I'll be a little bit of a speeding up here before you go off and do share I just want to call attention to something I know this really quickly in the chat um I did see that the uh the resources um are available once again and um I'll be updating that with with Tim slides and then one if you're okay with it I'll I'll share some of your slides as well um fantastic so we'll have those available and then we'll also email um again after the fact with this links to the recording to the resources all this good stuff um so one before you start off um one thing you know went back in our our discussion a while ago when we were talking about this event um you know a lot of things came up we covered a lot of ground but uh really came back to this idea that um you know when we're talking to leadership and we're trying to get this buy-in about security um we have to change our mindset uh you know there's the things that we care about um that I.T people who are more technical or are caring about and we really have to apply that into well how can we translate into the the business stakeholders right and so I just wanted to call out that um uh because I've seen this happen a few times in the chat where um people have been asking well what about um I.T people as well and I think that a lot of these Concepts probably apply to them too in terms of um talking with leadership um but as I've mentioned uh preface for for the other sessions um everyone in the chat you are amazing uh it's been a lot of fun having you in here um keep it going if you have questions uh definitely don't be shy feel free to ask Juan and I'll ping him um wanna also but probably keep an eye on the chat too but also I think one yeah I think I think one would would absolutely uh second this um we want to hear from you you know your experiences uh things that you've been working with what's working for you what's not working anything you want to share um you know Juan has so much to to offer in terms of his own experience but you guys have experience with you and so we're all here together let's all share and with that um well and I'll let you take it away yeah absolutely and and I do love the fact you know one of the things about one of the things that I do and I teach these uh cyber security sales master classes monthly and uh one of the things that I I love doing is enabling the chat live and I love to get the questions as they're coming in like to really be interactive so know that I am watching so I'm really excited to be able to to do that but with that being said let's share let's jump into a little bit about this let me make sure can you can you see that right there Jonathan yes it looks good awesome a witch all right so you can see it and we're advancing here okay so one of the big things here about selling cyber security services it's really you know to your point like you mentioned a moment ago you know I think that the role that we have in managed services today is different and I said this and I say this often right one of the big things here is that I call 2023 the year of education and I didn't I meant that uh holistically I meant education not just for our customers but also education for the managed services provider the technician the engineer like we have so many things that we need to learn and that those opportunities give us a new way to present value to our customers right because we're at the help desk maybe we're we're teaching we're constantly teaching customers how to use the technology like I heard earlier you know many times a lot of people say that I'm not interested in in in understanding more about the technology that's not really true they're just saying that they really do care about how it works they just care about how it works for me and one of the things that you know I say all the time is you know it can be complicated but getting started doesn't have to be Tim mentioned it a moment ago it said just get started somewhere and that being said you know one of the things when I I started you know down my path I recognized that there is a way to be successful and that's by educating and so that's why I wrote this cool little book called The MSB owners handbook for those of you that are talking about this you guys can go and find this it's a give back book for those who might be looking for certifications whether you be a technician or you be an engineer or you be an owner feel free to go to the MSP owner's handbook website the link will be in here soon and you can apply for certifications that are free ah the book is the people that are buying the book are funding this initiative so if you're trying to get certified make sure you go over and show some love and then apply I have lots of money to give away for certification so and that being said I think everybody here and and whether you realize it or not all of us are business owners right whether you work as a technician or you work as an engineer you work as a business owner officially I realized that when I first started off I was an accident entrepreneur I started off at a help desk at AOL and I Rose myself up to the ranks and went into engineering and owning my own MSP but it started off somewhere and just like anything like Tim mentioned you know you had to start somewhere mine started something like this and can you guys see this this this horrible epu here oh yes look we've got some AOL Throwbacks here a little PTSD for some of those that used to are back from the old dial-up days and maybe remember downloading music that we may have gotten in trouble for oh look somebody identified their laptop well the fun part about this is that we all start somewhere right and and for many of us it every one of us has a story right and that story is really relative and I think that for all of us that are here today we're here because we found something called love right we found something we were good at we found something that we love we found something that somebody would pay us for and let's just face it everyone needs I.T as is I like to tell the story all the time my Mom and Dad after 28 years in the I.T industry they still think I fix computers and I'm like that couldn't be the furthest thing I mean I invested in cyber security companies and I've exited a couple of now and I've built major organizations and Enterprises but they still think I fix computers and that's the the thing when people think about I.T people they we aren't good at communicating what it is we do all the time so it's often hard but for all intents purposes you know for many of us things turn into a business whether you're an engineer you're a technician like I will tell you nobody and nobody here on this call wants to stay on the help desk maybe there's a couple of us but there's not many most of us say I'm not gonna do it right and so when we think about growing our business we have to think about elevating our conversation and when we build businesses there's a lot of things that we wish we had known and these are some of the fun ones that I learned but the thing is is that when we're trying to figure out things in life just about the time when we think we have to figure out managed Services has evolved to a point where we were just working our way out of the break fixed land and moving into this new managed Services ecosystem and now all of a sudden here we go back to the start now when I think about moving back to the beginning the reason for that is a cyclical right so when we think about cyber security now we have to go back to the beginning and start thinking about things when I created my MSP one of the most important things that I thought about was how do I make something tangible that's intangible and how do I make it to where I understand how the quarter goes in and the dollar comes out because in my first MSP business it wasn't quite the biggest success yes I took it to 3 million but I also figured out how to burn it to the ground even though I was getting ready to get acquired there's just a series of comedy of errors that caused me to not be able to go through with that whole thing so there was always this this opportunity that I was trying to figure out how do I make this make sense and how do we work with a customer how do I get them to always pay me without questioning me how do I get me to how do I deliver value to where they always just pay like I hate being asked why what do you do for me like what is this thing that you do want I don't understand like you know you're charging me 400 it seems like you were here for an hour like I don't get it like how do I make that work and I know that many of us get questioned like that whether you're at the help desk or others they get a bill from us and then all of a sudden they're calling they're like hey somebody was on my computer for 10 minutes why did I get a bill for 200 bucks like and that's the challenge that we have right when customers don't quite understand our value and that's the thing that we have to understand a big question and I use this all the time I have a five-step process that I talk about all the time and it's really we need to understand what do we do now I know that we're talking about cyber security day and I think that one of the big things that I want to really oh and I hate to see that somebody says somebody doesn't value US they do they just don't understand it right and that's the thing that I this is the question this is the this is there's gonna be some emotional moments here where we all kind of there's like a pain point where we're all just like kind of sad inside so work with me watch this we'll go through it but just know that there's a smiley face at the end of this it's really understanding what it is we do now when I talk about the intangible becoming tangible we have to truly understand how we actually have conversations with customers Wes mentioned it earlier sometimes we don't have the right conversations right sometimes we're talking about certain things but as we're building things we need to understand that there's a process like I recognize that the one way to get people to change is to paint a process and I like to use the analogy of the doctor and the analogy of the doctor is is that I have a pain in my leg and I go into a doctor and the doctor says one I've seen this before I've heard you don't even need to tell me I can tell just by the wincing of your face and the way you sit we're gonna have to cut the leg off and I look at him like what do you mean you're going to cut the leg off man I'm kind of attached to this thing like I kind of like it you know what do you mean nope trust me you got to cut the leg off okay so what do we do as human beings we go back and we say you know what I'm going to get a second opinion and so I go to another doctor and the doctor says you know what Juan you know I've seen this before I'm thinking you're going to need a wheelchair and possibly cut the leg off and I'm like I'm attached to this thing like I'm 40 years old like four well I'm 46. I'm 46 years old I don't want to be a wheelchair I'm too young for that and I really don't think that I'm at a point where I'm gonna lose a leg nope trust me you're going to have that happen I'm gonna go get the third opinion right that's what we're all gonna do and you know what that third opinion is probably going to sound like why don't you tell me about your pain one why don't you tell me a little bit about what happened to get you to this point to get you in my office well this happened this happened this happened tell me more likely it seems like you might be a little overweight would you be willing to maybe go on a plan to lose weight to maybe release some of the pain and pressure on that pinched nerve that's causing the pain in your leg well maybe I might be willing to do something like that I'll tell you what if I put you on a prescriptive regimen for health and you lose some weight maybe some impales for pain the chances are that you probably can work through this issue and we won't have any problems but if you don't chances are you might have a wheelchair a couple years and you know based on medicine you might actually have to lose a leg after five or six years just due to the situation now if you think about that who am I going to go with I want to go with option number three why and here's why it's because more than half of business customers are driven not to what you sell but how you sell specifically it's about the process and understanding having the conversation with the customer to understand the problem and my wife gave me this it was so perfect we're driving the car one day I said I need something that's around a prescription and she said a prescription without pain is pointless and I said to her oh my God I'm going to use that so I credit my wife with that wonderful moment because the best thing that I could have done is understand the pain of the customer right and that's but that's not the most important thing the most important thing is to understand that I have an answer to the pain and even if it isn't acute or maybe it's minute or maybe it's major I have a plan for you and this is where I came up with something that I want to share with you today and that's really the process and really making it easy for your customers to understand your process for success in your organization whether it be now I know that we're talking about cyber security sales today then we're going to get to a lot more about that but I want you to understand that in order for me to resolve your pain which is a cyber security risk or remediation or an opportunity or some sort of an attack or a breach or something that's a pain I have to have a process to make that work right and so really first things first and a lot of this is having those initial conversations when you're talking to your customers is really understand their needs again back to the prescription without pain is pointless if I'm coming in here and saying you need MDR xdr and you need you know all these other things like you don't even know what's going on in my world right now and I know for how many of you that are in the chat sometimes we come in a little hot and all of a sudden we start just going for it like we're on a trip and we just came in because we heard about this new breach and like you got to be super concerned about this right now and they're like one that doesn't even matter to me dude I'm not even into that industry like that does where are you going bro right and so we get we gotta get tripped up a little bit on our own words and not necessarily because we didn't we meant to do that it's because we were excited about it and this is where you have to really stop slow down a little bit you need to listen to that customer you have to understand more about the prescription that you're about to issue them you can get to this this Echelon of customer penetration over time as long as you walk them through a process that they make them feel comfortable with the prescriptions that you're giving them over time and really a lot of times you know I teach a class called know the know and what I mean by that is knowing that no you're going to get before you're going to get it because I know how many people in here love knows I don't I hate nose so I want to know where they are before I get them right and one of the things that I that I find a lot of times is that it's not that I don't want the product it's not that I don't need the product because we already know they do it's no I don't sell my see myself being successful with you and that's to know that you don't know you're getting and we're going to talk a little bit about that here in a minute but this is where the moment starts right is really walking them through a simple understandable process on let's understand your needs let me hear more about you and and really into you know understanding your budget I call it defining technology time like where are you at what have you bought what are you what are you looking at like let's help me understand the pain which is step three what's going on like give me more like I'm not going to tell you to cut the leg off because that's going to put you off number four is confirming intent like are you guys serious about this is the pain enough to make you move forward what's pushing you is it security is it compliance is it regulation is it Insurance what's the pressure can I have an exercise I want to share with you to show you how to do this and then really coming back to the end the last thing that we talk about is what do I do as a doctor as a prescription like what am I going to do to help you make feel this pain move forward this is where the fun starts right and this is why I like to use a five-step rule because it's either you got five fingers or you can kind of as you're talking through them you can kind of check them off but the real thing is is understanding a couple of things I have an exercise called the value visualizer and you look at the features and the benefits of your product and then there's what you want them to experience and then what does your customer need and what do they want and what are their fears and stay away from just for your selling right this is value selling it's like how do what you need and want equal and your fears equal what I do for you right you need to be the answer to their problem and this is the beauty of it right so the the the fun part is is to ask the right questions and the questions that we ask are you know what do I need what do my customers want can I make more money with these do I what do I need to make it happen because a lot of companies are struggling right now to think about do I do this in-house do I offload this to a third party company do I have the right talent for this opportunity do like what's my limits and liabilities like what are my steps to success here and you got to stop yourself and look at this anyone in your own role whether you're a technician or others you can ask yourself that similar question and be that amplification in the organization to say this right so that being said you know what is step one step one is your customer needs and I'm curious how many people here have heard of the MSP Shopping Guide has anyone here know about this anybody in the audience I'm looking for some some comments here I got some question marks nopes no no sir no so this is scary right to think that there's such a thing called the MSP Shopping Guide but I want to share this with you because oh no is it is this like a teacher finding out that like there's rape my professor.com or whatever it is and this is the beauty of it right so Matt Lee is a good friend of mine so as as uh Wes mentioned earlier what you know Matt knows I've done this he's actually scan that QR code to make sure there's nothing malicious in it but the beauty of this so this is from the National Defense of information sharing and the in this this document uh is produced in the antenna this document should shock us just a little bit because I want you to for many of us here that are msps this is an MSB Shopping Guide you would think we know about this the document is intended to be approachable and meaningful for smbs and it's organized into sections with five questions helping each one level set the conversation now here's where this gets interesting if an SMB finds that a potential MSP is not able to answer the first set of questions in the interest of both time and mitigating risk the SMB May likely choose to move on to another MSP that can this is verbatim from the document when you go download this and look at it that's the first line that's pretty crazy to know that we got a document out there that's shopping us uh and by the way there's a flip side of this coin so I don't want to be all doom and gloom for all of us but there is a positive side and why do we care well the secondary preference of that guidance for msps to understand the risks and concerns smes may have and under this they could help him if speeds improve their services to help overall mitigation of risk now let me give you a little preview to this little bad boy here's some of the questions that it's asking are you familiar with CIS or Nest or 800 or cmmc which security framework do you com do you align to and I know I heard that a couple of times today if not just from Tim you know and I've highlighted a couple questions that I thought were interesting where does my data lie within your environment is MFA enforced for administrator access for remote access or for what applications do you Outsource anything or subcontract anything what risk assessments are you performing on tools that you use or add into your environment that support our organization like there's a number of questions that the federal government is preparing smbs to ask us so like when we're thinking about this cyber security conversation it's not just a moment for us to hurry up and think about the questions we need to be asking no our customers are being positioned with this opportunity to ask super super cool questions that we may not have answers to and this goes from the help desk all the way up to the owner of the company right so like you could be positioned with these and so for those that you haven't Tim mentioned a moment ago if you haven't started somewhere this is a good place to go and look um I love the question which is I think number 26 is can you provide any references now I know most of us probably do some of that but I think that in this case those references might be being asked new questions and so I would say for those of you that want that resource I'm going to put that back up on the screen again real quick um and then again Jonathan I know is going to share these out again I don't own this content but I'm bringing it to light for a purpose of this conversation and that's really what my customers aren't telling me now a lot of our customers oftentimes when we're having conversations you know we think that having this conversation that they're being open with us have any of us here ever went to go buy a car and we know right away we're not buying that car for secret price right well there's no way Jonathan are you buying that car for sticker price oh man I'm the worst they because like I'm always like you know I'm I'm kind of a pushover until I'm not you know and I'll smile and everything like I'm probably their nightmare yeah they're like oh I got this guy in the bag and then all of a sudden you walk the door and never return you're like what happened yep this is a similar scenario right so um I like yeah Peyton says he rides a horse that's awesome here's the thing right I have an exercise that's really unique and here's the reason why I like to use this because everyone's trying to think about cyber security sales right and so when we're thinking about this methodology or prescription for the pain to make it a point that it solves their problem right it's interesting when you start to think about the questions that you might want to be asking yourself and this is an exercise that I created because what it does is it basically says in one column what do you do what are your capabilities like tell me what you do as a company and it's interesting because I do this a lot with msps now I am the global Channel chief for hackware but I do this as a as a kindness because I also had started the MSP growth Coalition so I like to help msps think through problems and unlock opportunities for success and in the MSP capabilities you list what you do and then you over here in the business needs you have to figure out like you know you list your customer type and their Persona like are they needy are they you know latent what is their Persona and then in this business needs component you put what they need and if they line up then you get like a little Plus and that plus equals like an opportunity but if they have needs that don't line up with you then that's a minus because how many times have we done something that we told somebody we could and ultimately we found out that we couldn't or we weren't really good at it and this is the place that we're finding ourselves in cyber security which maybe we're we're going outside of the lines or painting Outside the Lines before we actually have that solution in our repertoire and we have to be careful about that but here's the beauty of this so if you want a quick hack because a lot of people are like well I need a sales and marketing initiative I love to watch msps be successful with what it is they do and so when I'm looking for no's and to get rid of no's I don't want to ask questions like how are you using chat GPT because I don't really have a solution to that answer like I don't really have anything to do with chat gbt I don't have a solution to that I mean I can paint a brush and say you know well watch out for data loss prevention and you know you know pii and all these other things but like I don't have a solution to stop chat GPT in your organization yet I might have a system of controls I may have some policies then you know acceptable use documents but I can't do anything about that so I don't want to ask a question like that I only want to ask questions that lead back to me and what I do them the Cyber Security Solutions that I sell and the process and the products that I have so here's a quick hack so for the customers if they need this Monday through Friday stuff here's a quick example of it I did this one so you could kind of see how this might map out I only want to ask questions that lead back to me and I only want to ask questions to validate whether or not those things that I don't do are going to be a deal killer right and so when I do this I've created my own sales and marketing strategy by customer type so when I go into a customer's environment I have a good idea of this Healthcare type customer maybe it's a hospital maybe it's acute care they're very needy I know exactly what I do but I also know what they need right so this is a good exercise to think about so when you're approaching those customers the first note we get is no it's the wrong customer for us and that struggle that that that's creates more friction and managed Services than anything else is that customer is not a good customer for you and we don't know why it's like why they need I.T they need backup they need Disaster Recovery they have compliance and process and procedure and they need all the things that I do but why do they not buy from me well if you use this exercise and you ask these questions you will find out really quick why and it's really because some of the critical things that they need are things we do not do right and so this is a good opportunity to create those and I like the pressure piece right because like if I'm also uh going into the doctor and I say doctor you know West showed an image earlier of a 500 pound or 300 I don't know how much that guy weighed but he showed an image of a guy that is you know giving you advice about losing weight well if I don't have any pressure to lose weight like if the doctor doesn't say Juan you need to lose 100 pounds by next month or you're going to have a coronary failure well I'm probably not going to go to the gym I haven't been going to the gym this whole time I say I want to go to the gym but I really don't want to go to the gym who wants to go to the gym like but if I have pressure and this is where I like to Define pressure as compliance and Regulatory and other things I like to list those things because I want to know what's going to force them to do something right because with pressure comes opportunity and I know you have to do it I don't have to ask you I already know you have to do it right so now I sound like I'm holding a Magic 8 Ball and I say I bet you have compliance and Regulatory components that you have to comply with can you tell me more about those things I like the fact that uh someone said 30 minute SLA if they might have that right so this is these are the things that you want to look at is what do I do what do my customers need one of the questions I should be asking and I promise you if you do this you'll find more success than you find failure so let's keep moving because I got to keep going I got a few slides here so again back to what do my customers need back we started off at the front asking some questions then it compliance security continuity what do they want uptight compliance reliable Secure Solutions can I make money yeah I can if I stay at 50 margin looking at my vendors and the ones that I work with can I continue to make money are these the right vendors for me right now we're starting to look at our new stack looking at new opportunities what do I need to make it happen I need process I need Frameworks I need customer Journey Maps I knew do I have the right Talent if I don't have the right team can I upskill them are these things that I can subcontract right one of my processes again it's starting back at the beginning go through this over and over again you know and really repeat these things and so I want to give you this because this is a great giveaway for those who are starting on your security and compliance Journey this is something from the Sands Institute many of you probably have a uh know about it maybe you don't but this is also a lot of security policies so if you're talking to customers right now about aligning the Frameworks and security policies that they may need some of the tools that are out there don't give you a repository of pre-created policies that you can go in and edit this is a good time saver because I know a lot of people are using like chat GPT and others to create stuff like this when you can just get sanctioned uh policy creation that's already there so love the fact that you guys are popping that out there thanks for the support so really quick the goal here is just to make sure that your plan is complete and easy to follow that you understand and remember that your your our job is to educate our customers and build trust to gain that Rapport again back to the trusted advisor this is a team sport right we all need to be building trust we heard earlier that some people may not be up to speed on some of these things and that's why as an organization we have to be talking through it and understanding our process to delivering these opportunities for Success like we can't just have somebody specialize in security over here and nobody else knows what they do like this has to be a way to play together like you have to have a document here's how this works here's how these are triaged these questions that are going to be being asked of you you have to be able to provide eligible proof that you do these things and that's where it's important to make sure you create your plan you know and I love the fact Nathan I agree with you too um you know again it's a create something simple and easy to use here's a super simple way I create five steps to everything if you listen to any of the master classes that I give everything is five steps with exception of the customer Journey because technically there's a six step but that's also follow-up and I'll share that in a minute but to your point like pre-sales follow-up sometimes we get the no I don't know you Kno W right maybe I don't know about the products and services and security and solutions that you provide how do I know about that like what are you telling me before you walk in the door like sometimes that'll generate a lot of good questions so this is a pre-sales follow-up I also have it during the sales follow-up a post sales follow-up like all these things are eligible and something that you guys can all use so as you're starting to think through your program you can stitch some of this stuff together and here's one of the fun ones so I created this it's called the customer journey and really what it is is for managed Services it's the whole process that goes through like the whole thing again back to teaching your customers that I have a process for your success I want to also illustrate it like teach them I like to call I have a whole class called the soft close technique you guys that want to join I'm going to share the link a little while you guys can jump over and hear some of that me and Wes are also collaborating on some stuff over at empath so you'll be able to get access to a lot of this stuff but the soft close technique is designed to actually a process that closes itself and it educates the customer on your program and your procedure and your cyber security plan and it actually just shows like how I'm going to take you from here to here and there's never really I remove the friction of hey I need you to hard sign I need you to Hard Sell like here's the evolution of that you'll hear about a lot of it in the MSP owner's handbook so for those of you that are jumping on and getting a copy of that definitely go check it out and so and actually uh one I just want to jump in with the customer Journey part yeah I think it's fantastic and and P I just want to let people know we're having to go quickly because of time and everything I'm sorry to make you rush but um we will be you know sharing this later because people can really dive into this also I'm I'm curious you know I've seen a few msps um I look at a lot of websites right and I kind of evaluate things um and I've seen some people even map this out in their website um which I think is really interesting to because their whole idea is like we just want to give you a very clear idea of this is what it's going to be like to work with us um and they they'll even take it on past um uh you know adapting something like it is here to something customer Prospect facing they'll make that process clear and then they'll take it through onboarding too to be like here's you know this is what the journey with being our partner looks like which I think find really uh really cool and interesting yeah and I think that that's the best part right so like that's the soft close right during the onboarding it's like so if you start off at the beginning talking about exactly here's where we're at and we're going to go through this and if everything works out well we're going to start onboarding on the 15th because we like to start on the 15th of every month let's say that's the day and then we're going to go through that in the first 30 days is going to be us you know onboarding you and then after that it's 45 days then we'll start your first project if that all sounds great does this sound like it works for you I get that yes onboard I get the assessment done I get the implementation I get the onboarding I get the product like it's already all said and done and to your point Jonathan I love that because we aren't good at selling right but we are good at engineering processes and that's the beauty of it right and so when we think about how do we engineer for the yes is the fun part right so that being said I'm going to move to the slides really quick here but again designing the program to be the plan is the opportunity right so when you're thinking about your cyber security stack think about what it is that I'm doing like what am I solving for what are the pain points that I'm actually solving with this particular stack like who does this apply to why am I doing it am I just buying products just to buy products because I think they're really cool and I think that somebody else is going to be excited about it think about the outcome I need to be able to spell out the measurable progress that this product is going to give you and that's where we got to be careful about understanding what the buyer wants right they want 69 from HubSpot survey say listen to my needs don't be pushy and give me relevant information and we want you to respond in a timely manner those are the three things that most customers are looking for and those are our modern buyers so real quick our process is to make sure that we have implementation risk remediation and reducing exposure you know reducing opportunities we have timelines and we provide education and if you follow up on every one of those points like you're going to have a really really really great success mechanism and that's where you'll understand that people actually buy plans not necessarily products and that's the ones that demonstrate success so today the challenge is is to figure out like the cyber security stack is to what am I doing to build a successful stack that equals customer success and that's where you're going to get a cool couple tools that I'm going to share with you here on the follow-up process these are things that I've created we actually took a lot of the nose in our nose and nose session and we broke down the psychology of the no and put it into cyber security sales talk tracks so you can go and get real life conversations like the hardest no's that people had and we tore them apart and figured out ways to dissect and look at real meaningful life-size ways of explaining it back to customers and really taking the question apart and really finding out what the deep meaning of that was so real quick that's awesome yeah this is a great resource I I really enjoy it I'm gonna have to start building out more of these because they were so good and so much fun and so many people loved them um but that being said take time take your time plan to win bill for profit make sure you're covered we heard that today and then jump over to the MSP owner's handbook and get some uh in the handbook not only is it a get back book but there's a ton of resources to map some of this stuff out a new book is coming I can't tell you but it is coming and you're gonna love it it's about cyber security it's about all I can say but there'll be another book coming out and Jonathan I want to say thanks man I know I'm a little bit over time but you know for those who want to connect on LinkedIn come over visit us uh we'd love to have you guys and figure out meaningful ways that we can help you out Juan thank you so much no you're you're not overtime at all I think we started a little late and we're actually right on time um and you've made some big fans here already um Daniel when he wants to hang out with you um he's the only one um I'm so glad that we got to meet through this and and I'm really looking forward to doing more things with you um thank you so much for sharing all these resources uh we'll be sure to share links out uh like I've mentioned also with the book I wanted to to let everybody know um I think we talked about this a little bit Juan uh Ninja we we want to buy some of these books and give them out so um we'll figure out how we're gonna give uh 10 folks here but I'll basically look through the chat um and as a show of appreciation for some of the folks who have been really super active um uh I'll get in touch with you guys and would love to to send you some books um so we'll give out just real quick Jonathan yeah please go to the MSP owners handbook site click on the give back page go apply if you need certifications I don't care who you are tell me a great story I want to Champion you through this process I want to see you be successful I have something called the icann initiative I started off really really struggling on trying to afford certifications in my life and so I understand the challenge so please do me a favor I did this because I wanted to give back and we have so much to be able to give back so please go and apply it I'd love nothing more than to see you guys go get certified and like figure out this new world outside cyber security we got a world to protect here well let me uh let me just bring up that page because I want you to talk a little bit more about this um I feel like people are always shy about being uh or pointing elsewhere um but I want to make sure people really uh stop and and make sure they understand uh what you're talking about here so um I've gone on to uh the MSP owner's handbook web page um your back tab there uh for everyone that buys the book there's the resources if you guys want to go download some of the stuff that's in the book we walk through step by step and we worked with you know Arlen Sorensen and Rob Ray and a number of msps and a ton of companies to really come up with this but you know we were really diligent about trying to help msps but please go here and apply we have so many wonderful people that are here to help out and we want to just uh you know go fill out the form and apply for the certifications there's no cost to you there's no gimmick we're not targeting you in any way I just want to help people learn and be educated and get certified and find their way for success in the world so please do me a favor and go do that I wouldn't be make me really happy for those people to apply and now it comes from uh we giving ways to CompTIA certification so you can pick a cert Master bundle right it comes with the certification uh education learning it comes with labs and it comes with a voucher so and again it doesn't cost you anything everyone that's buying the book is putting money in so I would love for you guys to go and uh apply there man what a cool idea um amazing awesome very very cool one uh thank you so much really appreciate your time um uh thank you everybody in the chat for sticking with us too um Juan I'll say goodbye to you for now but I hope we can connect soon and thank you again sir love what you guys are doing have a great day thanks for having me everybody awesome thank you Juan

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